Abstract
Floriculture is a fast-emerging and highly competitive industry. A new generation of cultivators is coming forward to employ modern technology to maximize production and offer quality products for consumer acceptability, thus fetching a better price. The study area for the research is Kanyakumari District. To assess the recent scenario, exploratory research was conducted. The study is based on primary data collected from 150 cultivators and 160 marketers by quota sampling method. The statistical tools namely, Chi-Square Test and Garrett‟s Ranking Technique were applied. The rating scale – Likert Scaling Technique was also used. This thesis is based on a scientific study at close quarters of the various processing problems faced by flower cultivators and intermediaries in marketing this perishable and highly sensitive product. The researcher hopes that the Government of Tamil Nadu will take immediate steps to lessen the burden on the traders. A well-established wholesale market is needed in Kanyakumari District to have a positive impact on the development of this sector. The short production cycle of flower crops makes the country an ideal place for the multiplication of planting materials, which needs to be explored. The results of this study give a rational perceptive to Kanyakumari district traders in utilizing this floral marketing theory to make this industry bloom by managing different complexities. The different types of training undergone by the farmers help them to increase the production of flowers and to solve the production and marketing problems.
Keywords: Cultivation, Cultivators, Marketers, Flower Cultivation & Marketing
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